World's Largest
Paint Chip Rack
Business Problem: Valspar, the paint company, lacked top-of-mind recognition with consumers.
Creative Solution: Turn Valspar’s greatest asset, color, into a Chicago landmark impossible to miss.
My Role: Original Concept & Creative Copy Lead. Partnered with ACD Art Director, Salar Ziae, to develop and expand the idea all the way to physical prototyping.
The following images illustrate how this idea works.
Through AR, you’d be able to browse
through Valspar’s colors by pointing at one of the windows.
We'd lead different commuters to the building,
including those arriving from nearby O’Hare Airport.
Though it reached the window-film prototyping stage, the idea was canceled after Sherwin-Williams acquired Valspar, just before it could attempt a Guinness World Record.
Kia Monthly Campaigns
on Social
Business Problem: Kia needed a monthly social engine that made technical features earn attention and paid support.
Creative Solution: We turned features into timely social ideas, then elevated the strongest posts for paid.
My Role: ACD, Concept Development, Writing Direction.
Key collaborators: Virginia Durango, Kaori Guinoza and Lanyor Cortez.
CAPTION:
You can’t tame 291 horses.
But you can enjoy them.
CAPTION:
Reaching new heights. Literally.
With 9.1 inches of ground clearance.
CAPTION:
Me a few weeks ago:
“I wonder what I’d do with 34 combined MPG.”
Me now:
CAPTION:
There’s no spell behind these lights.
But they’re still hypnotizing.
ON-SCREEN:
No Internet Connection
Try:
• Living in the moment
• Enjoying the detour
• Taking in nature
Content Creator Campaigns
Business Problem: Grow Kia’s relevance and reach with new audiences, in a more efficient way.
Creative Solution: What if Kia made less advertising and more content worth following? We turned creator audiences into Kia audiences.
My Role: ACD, concept development, script direction and social posts.
Key collaborators: Virginia Durango, Kaori Guinoza and Lanyor Cortez.
The following creator video alone delivered 268K views · 14K likes · 99.8% new audiences.
Identity Theft Insurance
Direct Mail
Business Problem: Break through mail clutter and make identity-theft insurance feel urgent to small-business owners.
Creative Solution: We used visual devices that made the risk feel personal and immediate, making each letter impossible to ignore.
My Role: Concept and copywriting.
Collaborator: Luis Sierra.
The Colgate Smile App
Business Problem: Increase Colgate whitening consideration among young, photo-conscious consumers in a crowded category.
Creative Solution: We created The Colgate Smile App, a photo-editing tool that lets people whiten their smile before they shared it.
My Role: Original concept. Collaborator: Fabian Reutchi.
Early Career Spec Campaign
Tennessee Fire
Print Campaign
- Business Problem: Drive trial by making Tennessee Fire’s bold cinnamon kick stand out.
Creative Solution: We made its intense heat visible through a dramatic fire-powered execution.
My Role: Copywriting and concept development. Collaborated with Salar Ziaie to flesh out the original concept and develop additional executions.
Campaign was internally approved at FCB, but canceled before production.
